Role of User-generated Social Media Content in Adventure Tourism Travel Decision-Making Among Youngsters
Decision-making has changed a lot in this digital age. This increase in UGC on social media affected tourism because people increasingly relied on social media reviews for travel plans. Today, when planning a trip, most travellers rely upon the opinions and experiences of fellow travellers on the Web. The reason is the large number of UGCs on various social media platforms like Instagram, X, Facebook, and YouTube. Travel blogs, videos, photos, and reviews, among others, are shared by travellers in real-time, and the information can be quickly accessed by other people with internet access. It is important to note that social media reviews greatly influence other people's travel decisions. No matter what age they are, people believe in the opinions of others more than they believe in any form of advertising. In this context, previous studies have found that most travellers like to read reviews before deciding. User-generated content provides authenticity and transparency, which advertisements cannot portray. People can analysed feedback from fellow travellers to decide on their travel plans. Though subjective, other people's opinions and experiences are very informative regarding places, attractions, hotels, and activities one may want to visit or experience. Besides, connecting with other travellers through social media nowadays is very easy, and it helps a person make inquiries and ask for recommendations from real people who have undergone the same experience. Therefore, UGC posts on social media are very crucial in decision-making. Data was collected from 100 youngsters in India and analysed using SPSS software to determine the role of user-generated social media content. Factor analysis results identified 3 factors that influence decisions: Trust and credibility, Risk, and ease of use. The main objective was to identify the types of user-generated content that influence adventure travel decisions among youngsters and to know young traveller’s most commonly used social media platforms for adventure tourism information.